Case Study: Black Diamond halves CPA and more than doubles ROAS with Lexer CDP in 100 days

Black Diamond Climbs Higher with the Lexer CDP

Black Diamond, a global outdoor gear leader, wanted to grow its direct-to-consumer business but faced a small DTC team with no dedicated IT or analytics resources and a limited media budget. To solve this, Black Diamond partnered with Lexer and adopted the Lexer CDP and customer success services to surface customer insights and enable more relevant, personalized marketing.

Lexer implemented a five‑phased program—consolidating data into the CDP, building high‑value lookalike audiences, targeted lead-gen sweepstakes, optimized acquisition tests, and automated cross‑channel retention and winback campaigns—and delivered results in the first 100 days: cost‑per‑acquisition cut in half, ROAS more than doubled (169% lift when targeting existing customers), a 54% reduction in cost per opted‑in email, and a 1,101% increase in revenue per email for lapsed customers.

Black Diamond

Jan-Willem Driessen

VP of Global Marketing & DTC